After 70 years, the people at Topps Gum lost their baseball card contract to some upstart outfit. Here’s what they should do.
First, it’s tough to feel sorry for you because your Bazooka
Bubble Gum remains a good seller. Second, pick another sport. My
suggestion is politics.
Political parties are like leagues. So, we have the
Republican League and the Democratic League. Most members of each team
are not team players. But with the magnified star system in major league
baseball these days, it’s become unnecessary. Baseball has become as
specialized as football, almost as slow. Politics, dominated by lawyers,
always has been. So… a good fit on several counts.
Players are for the most part ugly. Politicians are,
too. I mean, look at the Bambino, pictured above. And then think about
Mitch McConnell. One stunk of cigars. The other comes from America’s
capital of bourbon breath.
Baseball players in Ruth’s era didn’t make all that much
money. Ruth pulled down twenty grand for the 1920 season.
Politicians are pretty well paid, not counting the graft. Kind of on a
par with baseball players of the era.
That $20-thou is about one million in today’s money.
While it’s true that baseball players have better uniforms than members of the
House and Senate, and serve a more important function, there’s no reason
political trading cards can’t be big sellers. And today’s kids will be
better educated and have to deal with fewer but more meaningful statistics.
Put your ads on video games. Use middle school boys and
girls as your spokesmen and women. Or better yet, animations powered by
voice actors who sound like kids… kind of like those of the Shriner’s Hospital
and those gummy candy commercials.
Now, let’s get to the heart of the matter, which always is
money. What’s a pack of gum with trading cards cost these days? It
was a nickel in the 60s. A quarter in the 70s. So maybe now it’s a
buck. But it’s still an investment.
Check out some of the collectible trading card prices on
eBay and elsewhere. Megabucks for the right ones. Even packs of
cards, unopened and with the gum still in them go for big bucks.
Imagine what a Mantle rookie card or an early Pete Rose is
worth today. Even the more obscure players draw something on the
pricey side.
So those political cards likely will, too. What’s a
donald trump going to be worth? Or former congressional bigwig Paul
Ryan. Bill Clinton. Either Bush. Reagan. JFK, LBJ. Even guys at the state
level. What’s an Andy Cuomo card going to be worth tomorrow.
Mayors: Daly, Koch, LaGuardia… Marion Barry… and the
ever-popular Wade Kupszukiewicz of Toledo.
Judges, from the lofty John Roberts on down to Justice of
the Peace Marryin’ Sam of Dogpatch.
Topps’ chairman is Michael Eisner… yes, the same Michael
Eisner who started as an NBC Page and rose to chairman of Disney, which he
saved from destruction. You’d think a guy like that would have the
marketing sense to figure things out.
We’re happy to do your thinking for you, Mike.
I’m Wes Richards. My opinions are my own but you’re welcome
to them. ®
Any Questions? wesrichards@gmail.com
© WR 2021
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